Marketing in the Madness

White ponytail, black sunglasses and fingerless gloves. You immediately think of Karl Lagerfeld. That's the power of a strong personal brand.
Mirjam Schuele, SVP of Marketing at Karl Lagerfeld and our host Katie Street explore how one of fashion’s most iconic personal brands became a global house built on accessibility, authenticity and cultural relevance.
From reinventing Chanel and Fendi to launching his own label, Karl built more than collections - he built a recognisable identity and a world people wanted to be part of.
Here’s what we cover:
Karl Lagerfeld: The man who became the brand
Why he chose to build his own label after Chanel & Fendi
“Masstige”: Making luxury more accessible without losing prestige
The H&M collaboration that changed fashion forever
Authenticity, provocation and why people gravitated to Karl
Building a personal brand before building a business
What happened after Karl passed away
Protecting a legacy while evolving for a new generation
Why community and emotional connection now matter more than polish
This conversation explores how luxury can be inclusive without losing its edge and what today’s brands can learn from a man (and legend) who understood identity, accessibility and cultural timing long before they became marketing buzzwords.
If you’re interested in brand building, personal branding at scale, luxury marketing, or community-driven growth then this conversation is for you.
Enjoyed the episode? Click subscribe so you never miss the conversations shaping the future of marketing, tech and brand growth.
Subscribe to the podcast:Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6eApple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981
Connect with us:Mirjam SchueleLinkedIn: https://www.linkedin.com/in/mirjam-schuele-6b405054/
Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/Instagram: https://www.instagram.com/streetmate/
Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/Instagram: https://www.instagram.com/marketinginthemadness/

Karl Lagerfeld didn’t just design fashion, he was the brand.
Katie Street sits down with Mirjam Schuele, SVP of Marketing at Karl Lagerfeld, live from the brand’s Amsterdam headquarters, to unpack how Karl built one of the most iconic personal brands in history, long before “personal branding” was even a concept.
Together, they explore:
How Karl Lagerfeld deliberately built an unmistakable personal brand
Why accessibility and “masstige” were central to his vision
How the brand has evolved since Karl’s passing and how his legacy lives on
What modern marketers can learn from Karl’s fearless authenticity
The role of people, culture and community in marketing today
Why authenticity will matter even more in an AI-driven future
As Karl himself famously said: “Embrace the present and invent the future.”
Listen now and learn how one man became larger than life and how you can apply those lessons to your own brand.Connect with us: Mirjam Schuele LinkedIn: https://www.linkedin.com/in/mirjam-schuele-6b405054/ Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/ Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/ Street Agency https://street.agency/ https://www.instagram.com/street.agency/ https://www.linkedin.com/company/streetagency/

Some of the most effective marketing in history didn’t come from chasing attention, but from understanding people. 
In this mini episode, Katie Street sits down with behavioural scientist (still one of the best job titles out there) and author Richard Shotton to unpack why that Guinness decision worked so well, and what it reveals about how people really make decisions.
Setup of the Guinness story: brand heritage, long period without advertising, and why their marketing became interesting
Introduction of “Good things come to those who wait” and the idea of leaning into a product flaw (waiting for a pint)
Explanation of the pratfall effect, including Elliot Aronson’s 1966 experiment and why admitting flaws increases appeal.
Discussion of the stolen thunder effect and how admitting weaknesses builds trust and persuasion. 
Enjoyed the episode? Click subscribe so you never miss the conversations shaping the future of marketing, tech and brand growth.
Connect with us:Richard ShottonLinkedIn: https://www.linkedin.com/in/richard-shotton/
Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/Instagram: https://www.instagram.com/streetmate/
Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/Instagram: https://www.instagram.com/marketinginthemadness/

Richard Shotton, bestselling author of The Choice Factory and Hacking the Human Mind, joins Marketing in the Madness podcast to unpack how behavioural science actually works in modern marketing.
Richard shares practical, evidence-based insights from 130+ years of behavioural research, breaking down why people make the decisions they do and how marketers can work with human psychology rather than against it.
In this episode, we cover:- Why behavioural science is essential for marketers today- How brands like Guinness used psychological biases to drive growth- The Pratfall Effect and why admitting flaws builds trust- Why abstract marketing language fails (and what works instead)- How AI and ChatGPT change marketing decisions and where humans still matter- The most important behavioural biases every marketer should understand- How to remove friction and increase conversion without more persuasion
Enjoyed the episode? Click subscribe so you never miss the conversations shaping the future of marketing, tech and brand growth.
Subscribe to the podcast:Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6eApple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981
Connect with us:Richard ShottonLinkedIn: https://www.linkedin.com/in/richard-shotton/
Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/Instagram: https://www.instagram.com/streetmate/
Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/Instagram: https://www.instagram.com/marketinginthemadness/

What happens when you have someone’s full attention for minutes at a time?
In this special Marketing in the Madness episode, recorded on stage at our event, Marketing in the Madness Live at The Drum Labs, we hear from Paul Wright at Uber as he breaks down how Uber has quietly built one of the most powerful attention environments in modern advertising.
This session goes deep into what attention actually looks like inside the Uber and Uber Eats apps, why “non-interruptive” advertising matters more than ever, and how brands can drive real commercial impact by showing up in the right moments, not just shouting louder.
Paul shares: How Uber thinks about “attention on the go”• Why the average Uber journey creates minutes (not seconds) of visible ad time• What eye-tracking research revealed about attentive seconds and recall• Why Uber users are more likely to engage with brands• How journey ads drive lifts in recall, consideration, and sales• Real campaign examples from Pizza Hut, Boots, Armani, Unilever and DAZN• Why creativity matters even more inside functional, utility-led platforms
From gamified ads that generate direct revenue, to brand experiences that fit seamlessly into everyday behaviour, this episode is a masterclass in attention-led marketing and all backed by data.
If you’re a marketer, brand leader, or media planner trying to cut through distraction, this is one to watch.
Paul Wrighthttps://www.linkedin.com/in/paulwright66/
Katie Streethttps://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/
Street Agencyhttps://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/
Marketing in the Madnesshttps://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/
 

Is TV really losing relevance or are we just looking at it the wrong way?
Recorded live on stage at Marketing in the Madness LIVE, this episode features Jason Trout, Global CMO at Crimtan, breaking down how television has evolved over the last decade and why it still plays a powerful role in modern media strategies.
From the shift away from linear schedules to the rapid growth of Connected TV, streaming, and programmatic buying, Jason shares a clear, data-led view of how people actually watch TV today and what that means for advertisers trying to keep up.
In this episode, you’ll hear about:
- How CTV and streaming are reshaping TV advertising- Why eyeballs haven’t disappeared, they’ve just moved- The role of programmatic in making TV more accessible- What YouTube’s growth on TV screens means for advertisers- Why creative quality still matters more than the tech behind it- What the future of TV, relevance, and shared viewing really looks like
This is a must-watch for marketers, media planners, brand leaders, and anyone navigating the changing relationship between technology, advertising, and culture.
Subscribe to Marketing in the Madness for more honest conversations where marketing meets technology.
Want to join us in person at the next LIVE event in March 2026? Connect with Katie Street on LinkedIn and follow Marketing in the Madness Live for VIP invites.
Jason Trouthttps://www.linkedin.com/in/jason-trout/
Crimtan
https://crimtan.com/
Katie Streethttps://www.linkedin.com/in/katiestreet/
Marketing in the Madnesshttps://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/
Street Agencyhttps://www.linkedin.com/company/streetagency/https://www.instagram.com/street.agency/

Welcome to Marketing in the Madness, and what better way to kick off our first podcast episode of 2026 than with a live panel diving into the future of retail!
Hosted by Katie Street, this episode brings together senior leaders from some of the UK’s most influential retail brands to unpack how AI, data, customer experience and loyalty are reshaping how people discover, shop and engage with brands.
Featuring expert insights from:
Simon Pakenham-Walsh, CIO at River IslandLynn Ritson, Global Digital Director at Dr. MartensFabrice Khullar, Director of Product & Technology at Boots
From beauty and fashion discovery on Instagram, to shopping directly inside AI platforms, to the evolving role of loyalty in a TikTok-first world, this is an honest, unfiltered conversation about what’s actually happening inside retail businesses right now.
In this episode, they cover:
- How AI and LLMs are changing the way consumers discover and buy products- Why designing customer journeys has become more complex (and less linear) than ever- The reality of brand loyalty in 2026 plus what’s changing and what still matters- How retailers are adapting their data, content and digital infrastructure for AI-led discovery- The importance of humanising AI experiences, from chatbots to personalised content- What brands should be prioritising as they plan for the year ahead
Whether you work in marketing, ecommerce, digital, retail, brand, CRM or strategy, this episode is packed with practical insight and future-focused thinking (without the hype).
If you enjoyed this episode, subscribe so you don’t miss the rest of our Marketing in the Madness Live series.
Want to join us in person at the next event in March 2026? Connect with Katie Street on LinkedIn and follow Marketing in the Madness Live for VIP invites.
Connect with us:
Simon Pakenham-Walshhttps://www.linkedin.com/in/simon-pakenham-walsh/
Fabrice Khullarhttps://www.linkedin.com/in/fabrice-khullar-4309153/
Lynn Ritsonhttps://www.linkedin.com/in/lynnritson/
Katie Streethttps://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/
Marketing in the Madnesshttps://www.instagram.com/marketinginthemadness/https://www.linkedin.com/company/marketing-in-the-madness-podcast
Street Agencyhttps://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

Fashion retail is under pressure, shrinking margins, rising costs, volatile demand, and no real volume growth.
In this episode of Marketing in the Madness, retail and data expert Sarah McVittie breaks down what’s actually happening behind the scenes and what separates the brands that are winning from those stuck in the middle.
Recorded live on stage at our event, Marketing in the Madness Live, this session dives into six years of data from 113 of the world’s most successful fashion retailers across the UK, Europe, and the US. Sarah reveals the operating models, brand strategies, and data-driven decisions that are driving profitability in an increasingly competitive market.
You’ll learn:
- Why fashion retail is now a share-gain market, not a growth market- How brand power is becoming more important again after years of performance marketing dominance- What resale, second-hand, and value perception mean for future growth- What fashion brands can learn from players like Hermès, Zara, Uniqlo, Shein, and Vinted- Where data and AI genuinely help and where they don’t replace creativity or brand thinking- And much more!
Sarah also shares why operational discipline often beats channel mix, how omnichannel really works today, and what brands must do to stay relevant in an increasingly commoditised market.
This episode was recorded live on stage at Marketing in the Madness Live in London.
Sarah McVittiehttps://www.linkedin.com/in/sarah-mcvittie-61884a7/
Katie Streethttps://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/
Street Agencyhttps://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

In this festive episode of Marketing in the Madness, Katie Street is joined by Jason Trout former colleague, long-time industry leader, and Managing Director at Crimtan to explore how advertising has evolved over the past two decades and where it’s heading next.
The conversation reflects on the golden era of traditional advertising, examines why Christmas campaigns from brands such as John Lewis and Waitrose continue to capture national attention, and unpacks the psychology behind creative that truly resonates. 
Jason shares his perspective on the rise of Connected TV, the shift toward advertiser-funded content, and why relevance has become increasingly important in a household viewing environment.
The episode also explores the impact of AI on media planning, creativity, and targeting, alongside the growing influence of independent agencies. Together, they discuss what brands need to do to build trust, stay human, and cut through in an increasingly fragmented advertising landscape.
Whether you’re running an agency, leading a brand, or simply interested in the intersection of advertising, technology, and culture, this episode offers practical insight and thoughtful perspective.
Enjoyed the episode? Click subscribe so you never miss the conversations shaping the future of marketing, tech and brand growth.
Connect with us:
Jason Trouthttps://www.linkedin.com/in/jason-trout/
Katie Street https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/
Marketing in the Madness https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/
Street Agencyhttps://www.linkedin.com/company/streetagency/https://www.instagram.com/street.agency/

The word community gets thrown around constantly but very few brands or creators are actually building one.In this live episode of Marketing in the Madness, recorded at our sold-out event in London, moderated by Sedge Beswick, founder of NXT LVL featuring PerfectTed’s Romilly Bodington and InterTalent’s Alex Segal break down what genuine community really looks like in 2025 and how the smartest brands are building it.
What you’ll learn:
• Why follower count tells you nothing about community: Most brands confuse reach with belonging. Romi and Alex explain why community is built through connection, not numbers.
• How PerfectTed turned storytelling into explosive growth: From packaging to social content, they show how vulnerability and relatability made the brand stick.
• The new rules of creator partnerships: Creators are younger, smarter and more intentional and they won’t work with brands who lack authenticity.
• Why IRL ‘temples’ matter more than ever: From cafés to run clubs, in-person spaces are becoming the real backbone of modern brand communities.
• How to actually measure community success: Impressions aren’t it. Learn what qualitative signals matter and how to spot real engagement.
• The rise of niche and micro-creators: Smaller creators are driving higher trust, deeper engagement and better long-term value than ever before.
Community is becoming the most defensible moat in brand building yet most teams still chase metrics that don’t matter. This episode gives you the frameworks, examples and mindset shifts needed to build something people choose to be part of.
Don't forget to follow our channels for more episodes like this! 
Connect with us:Sedge Beswickhttps://www.linkedin.com/in/sedge-beswick/Romilly Bodington
https://www.linkedin.com/in/romillybodington/Alex Segalhttps://www.linkedin.com/in/alexsegal30/
Katie Street https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/
Marketing in the Madness https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/
Street Agencyhttps://www.linkedin.com/company/streetagency/https://www.instagram.com/street.agency/